BMW Group Virtual Retention Manager - Enabling Retailers to provide targeted Aftersales messages at the right time

Client: BMW Group UK

BMW Group’s Aftersales department operates in a rapidly changing and aggressive marketplace. To effectively reach known customers and help protect Retailers’ existing customer bases, we created the Virtual Retention Manager – a data-led eCRM programme that enables Retailers to provide targeted Aftersales messages at the right time.

The Retailer provides marketable customer information and everything else is managed on their behalf, allowing them to focus on other activities. The results have been staggering. We have deployed 18 campaigns across the BMW and MINI Retailer network, generating revenues of £21m, while over 16,000 lapsed customers have been brought back into the business.